Water-branding is a retail branding consultancy aimed at mid-price food and nonfood retailers in Benelux and Germany. It claims to help retailers unlock their brand potential through smart ideas, innovation and creativity. Williams Murray Hamm's idea was to 'release creative potential' and use the theme of water. The branding uses the principle of chromatography - water releases coloured inks up through litmus paper. Business cards and promotional leaflets carry a branding message with the instruction to 'dip in water'. The team was creative director Garrick Hamm and designer Craig Kirk, with Web build by Taylor Thomas.